Social Media

Alyssa Milano Takes Over NHL Twitter Account for Playoff Game

Actress Alyssa Milano will take over the National Hockey League's official Twitter account for Thursday night's playoff matchup between the Los Angeles Kings and Phoenix Coyotes. The game starts at 9 p.m. EST.

It's the first time the hockey league has relinquished control of its @NHL handle to a celebrity.

But Milano is a perfect fit — she's a noted social media enthusiast, and tells Mashable she's a "huge Kings fan" as well. NHL reps say the takeover will be a treat for fans.

"You may see a celebrity on the jumbotron, but fans don't usually get an opportunity to interact with them around hockey," Devi Mahadevia, the league's director of digital business development, told Mashable in an email. "This Twitter takeover gives fans the opportunity to ask questions and talk hockey with a well known celebrity."

Fans are encouraged to use the #AskAlyssa hashtag. Milano told Mashable in an email that she'll "attempt to stay unbiased," despite her love of the Kings.

Milano's Twitter takeover is part of a growing trend for sports brands. NFL legend Deion Sanders answered questions and provided commentary from the @UnderArmour account during this year's draft combine, and Dallas Cowboys quarterback Tony Romo tweeted from the @StarterBrand handle during this year's Super Bowl.

For an actual league to hand over its account, however, is a pretty unusual move. Major League Baseball did a similar promotion last summer, when Stephen Colbert took over its official account.

The NHL has made a concerted social media effort during this year's Stanley Cup Playoffs. The Stanley Cup trophy got an official Facebook page for the first time, and the league launched a social video player and sponsored series of Draw Something (remember that?) words last month, among other initiatives.

Milano appreciates the league's social efforts and writes: "The NHL really understands and embraces social media and hopefully I won't mess this up!!!!"

Which celebrities would you like to see take over which brands' Twitter accounts in the future? Let us know in the comments.

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